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August 7, 2018

It's not entirely surprising that we've entered peak logomania as we head into fall 2018. The bold confidence of '90s athleticism has returned and mixed with the showy swagger of the latest limited-edition collaboration. Fashion, we know, is a pendulum and it's time to revise the concept that a splashy designer logo is gaudy and passé. While it used to look like one was trying a bit too hard, today it's considered fun. And often, these big declarations of branding can be a signal of in-the-know cool. A way to declare your allegiance to an up-and-coming brand or your admiration for an old school designer label's new creative director. Sometimes, it's just a graphic trip down memory lane. In any case, it's time to don a little iconography—across your chest, on your back or anywhere you can plaster one.

But first, some ground rules: just like mixing prints and patterns, such visibly recognizable brand signifiers should be worn with care. If you pull on pieces from competing brands (Nike and Adidas, for example) be prepared to have someone school you on why you're committing a cardinal sin. And while you can get away with two bold logos on an outfit, any more than that might make you look like a race car or a walking mall directory. Pay attention to the scale as well. A big, splashy emblem can be cool, just keep any other logos scaled smaller. And finally, remember to think beyond the T-shirt. It's an ideal place for a big print, but there are also so many fresh ways to flex your logos. Herewith, some of the best options at the moment.